Jelly Baby eBook – Chapter 6 ‘Time waits for no brand’

10 reasons why the Jelly Baby can serve as an inspiration for your brand – eBook

Chapter 6 – “TIME WAITS FOR NO BRAND – We need to stay ahead of the game”

In the year Jelly babies were first produced the American Civil war was at its height, Abe Lincoln was elected to his second term as US president and London’s Charing Cross station opened its doors for the first time. Since then Jelly Babies have witnessed many presidents, the rise of the Information revolution, more wars unfortunately, Celeb culture (Jedward!) and so much more. Today we see trends such as Sugar Tax, low carb, high protein and clean eating all having a potential effect on the consumption of Jelly Babies. These little guys probably aren’t too concerned – they’ve seen it all before and know that if you keep one step ahead you can evolve and survive

To stand the test of time, brands need to adapt and evolve constantly. They can only do this by understanding what’s going on around them. What key trends are going to impact business next? What competitors are likely to do in the next year/ five years? Predicting what’s coming next isn’t easy.

Firstly, you must ask the right questions to the right people.

How aware are people of your brand and your communications?

How likely are they to consider you?

Do consumers think your brand is relevant now and will it stay relevant in the future?

What are the key metrics driving your industry and how is your brand performing on them?

What is your brand’s churn rate? Are you recruiting faster than you are churning?

And you need to see the wood from the trees when you get the responses back.

Data overload is a common problem for most businesses so it is essential that the data doesn’t get in the way of the insight.

Do you get regular research facts that inform business actions?

Understanding, remaining ahead of the game and having confidence in your brand means that you can survive anything that might come your way…except maybe Jedward.

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